Headquartered in Zug, Switzerland, Coca-Cola Hellenic Bottling Company, is one of the world’s largest bottlers of drinks from the Coca-Cola Company. They operate 56 plants and 264 distribution centers in 28 countries, selling more than 2 billion unit cases (50 billion servings) every year.
Coca-Cola Hellenic’s existing sales execution program faced several challenges. Their manual collection process through an external agency was costly which limited their coverage to 28,000 stores in 35 cities. Additionally, the tool was used as by management teams, but the significant benefits of empowering their sales reps was not being realized.
Using Trax Retail Execution, Coca-Cola Hellenic has reduced audit times from 20 minutes to 2 minutes in Traditional channels, and from 45 to 15 minutes in Modern channels. The reduction in costs has enabled them to triple their sales execution coverage from 35 cities to more than 130. The number of stores they cover per month has increased from 28,000 to 130,000.
Using Trax, Coca-Coca Hellenic increased their execution scores by more than 10%. Their internal studies had shown that for every percent increase achieved in their execution score, they experienced a corresponding one percent increase in sales.
Trax enabled sales reps to visit more stores more more frequently which result in reducing out of stocks by 63%.
Coca-Cola Hellenic expanded their sales force productivity while keeping costs constant.
With the new RED system, we have expanded our regional coverage from just top 35 cities to over 130 cities and rural territories. 1,600 users have adopted the new system, compared to only 800 users before.Pavel Popkov, RED Manager, Coca-Cola Hellenic